Heyday (2021) brought us back in the fold as they prepare for the next (very exciting) stage of their business: franchising. We assembled refreshed brand guidelines aiming to crystalize the brand’s vision, philosophy, and offering, to colloquialize the language use to describe the skincare platform and its parts, to strategically differentiate the brand, and to increase the brand’s capacity to hold more than just facials and its products. We defined the mission, target, characteristics, and values, and articulated the offerings and approach before diving into a visual exploration for where the brand may opt to go in the future.